While Toys “R” Us is currently dead here in the States, Geoffrey lives on in other parts of the world, including China. What’s of concern right now is that a growing battle between a couple of the very companies responsible for the swift collapse of TRU here in the States (led by Solus Alternative Asset Management, because “Soulless” was too obvious a name) may put the entire Asian operation at risk due to a fight over the use of the Toys “R” Us name. In the meantime, it’s business as usual in the Far East, and the folks at Toys “R” Us China just wrapped their hunt for a “small CEO.” Actually, about 150 of them – children dubbed as Honorary “Chief Experience Officers.”
The goal was to invite families to think of others as part of a broader charitable initiative aimed at bringing joy to children in poorer areas of China. While the corporate chaos continues Stateside, Toys “R” Us China says that they intend to “make a deeper connection with families in the Chinese market” as they “continue to move forward while striving to create unforgettable experiences for children that they will never forget.” These “small CEOs” help with that through in-store activities tied to the spirit of giving.
The spirit of fun lives on!